Which power type allows channel members to influence through their vast network of information?

Information power is the correct choice because it pertains to the ability of one party in a channel to influence others based on the information and knowledge they possess. This type of power is often derived from access to valuable data that can shape decisions, create opportunities, and ultimately affect the overall performance of individuals or organizations within the marketing channel. When a member has significant insight, market analysis, or intelligence about consumer behavior, they can leverage this information to guide others and persuade them to make decisions aligned with their recommendations.

In contrast, coercive power is based on the ability to punish or enforce compliance, which does not rely on the sharing of information. Legitimate power stems from an organizational role or position, meaning the influence is due to the perceived authority that comes with a specific title or role, rather than knowledge. Referent power arises from the personal ties or relationships one has, often based on admiration or respect, which again does not fundamentally depend on access to information. Thus, information power uniquely emphasizes the importance of data and insights as a critical lever for influence within marketing channels.